Ethics and Self-Regulation in PR and other Media PR 313

What is Self-Regulation? A decision based on personal standards and ethics, rather than the law “ The right thing to do”

A decision based on personal standards and ethics, rather than the law

“ The right thing to do”

Example There is no law that says you can not make up a quote – but is it the right thing to do? “Hype” is not necessarily illegal – but is it in the best interest of your public?

There is no law that says you can not make up a quote – but is it the right thing to do?

“Hype” is not necessarily illegal – but is it in the best interest of your public?

Self-Regulation in Media Many media outlets decide what to cover based on self-regulation, rather than legal necessity They abide by codes of conduct Code statements convey their principles for how they will behave and what they will focus on

Many media outlets decide what to cover based on self-regulation, rather than legal necessity

They abide by codes of conduct

Code statements convey their principles for how they will behave and what they will focus on

Professional Groups Several industry trade professional groups exist to help shape self-regulation policies Public Relations Society of America (PRSA) National Ass’n of Broadcasters (NAB) National Cable Television Ass’n (NCTA) Better Business Bureau’s National Advertising Division (NAD) Protects against false advertising claims

Several industry trade professional groups exist to help shape self-regulation policies

Public Relations Society of America (PRSA)

National Ass’n of Broadcasters (NAB)

National Cable Television Ass’n (NCTA)

Better Business Bureau’s National Advertising Division (NAD)

Protects against false advertising claims

Ethics and PR Some PR writers are accredited members of the PRSA These PR officials will earn the APA distinction If a PR writer is APA accredited, then they must adhere to certain ethical standards

Some PR writers are accredited members of the PRSA

These PR officials will earn the APA distinction

If a PR writer is APA accredited, then they must adhere to certain ethical standards

Code Overview They must adhere to the highest standards of truth They must give credit where it is due They will not knowingly disseminate false information

They must adhere to the highest standards of truth

They must give credit where it is due

They will not knowingly disseminate false information

Codes of Conduct As PR professionals, you should be familiar with some of the “codes of conduct” in the media you will deal with Radio TV Journalism Advertising

As PR professionals, you should be familiar with some of the “codes of conduct” in the media you will deal with

Radio

TV

Journalism

Advertising

Ethics and Radio Broadcasters face many ethical dilemmas Some issues have legal consequences, some do not Examples: Songs with adult themes or lyrics Controversial talk show topics

Broadcasters face many ethical dilemmas

Some issues have legal consequences, some do not

Examples:

Songs with adult themes or lyrics

Controversial talk show topics

Example: The NAB Code National Ass’n. of Broadcasters (NAB) established the first radio code in 1929 First TV code established in 1952 Many TV/radio stations agreed to follow the code of conduct – but there was little punishment for violation Loss of “seal of good practice”

National Ass’n. of Broadcasters (NAB) established the first radio code in 1929

First TV code established in 1952

Many TV/radio stations agreed to follow the code of conduct – but there was little punishment for violation

Loss of “seal of good practice”

TV Codes Most codes cover programming and advertising How much time for kids programs? How many commercials per hour?

Most codes cover programming and advertising

How much time for kids programs?

How many commercials per hour?

Programming Principles Voluntary programming principles established by NAB in 1990 Covers: children’s TV, violence, indecency and obscenity, and drug abuse No legal ramifications for those that do not follow

Voluntary programming principles established by NAB in 1990

Covers: children’s TV, violence, indecency and obscenity, and drug abuse

No legal ramifications for those that do not follow

Other Codes and Policies Radio and TV News Directors (RTNDA) has an 11-article Code of Broadcast News and Ethics Courtroom coverage Privacy Society of Professional Journalists Accuracy in reporting Accountability

Radio and TV News Directors (RTNDA) has an 11-article Code of Broadcast News and Ethics

Courtroom coverage

Privacy

Society of Professional Journalists

Accuracy in reporting

Accountability

Checkbook Journalism Paying for a source or interview is considered unethical unless it is clearly identified

Paying for a source or interview is considered unethical unless it is clearly identified

Other Codes and Policies Codes in Advertising: American Advertising Federation Assn. of Better Business Bureaus Int’l All ads should be truthful

Codes in Advertising:

American Advertising Federation

Assn. of Better Business Bureaus Int’l

All ads should be truthful

Number One Conflict The top ethical problem in media is: The conflict between making money and serving the public Example: Should a TV station run sensational stories on a newscast to get higher ratings?

The top ethical problem in media is:

The conflict between making money and serving the public

Example:

Should a TV station run sensational stories on a newscast to get higher ratings?

“Standards and Practices” Stations have a standards and practices department that oversees what content is allowed on the air Serves as a moral guardian for the station What is/is not acceptable on the air? This varies by community standards What was censored 20 years ago may not be censored due to changing standards

Stations have a standards and practices department that oversees what content is allowed on the air

Serves as a moral guardian for the station

What is/is not acceptable on the air?

This varies by community standards

What was censored 20 years ago may not be censored due to changing standards

Standards and Practices Content is usually regulated based on: Size of the market Time period Demographic/psychographic of audience Type of content involved

Content is usually regulated based on:

Size of the market

Time period

Demographic/psychographic of audience

Type of content involved

Examples: A song played at 1 A.M. may not be appropriate at 3 P.M. An announcer’s comment in a “big city” such as New York City may not play well in a more conservative city, such as Stockton

A song played at 1 A.M. may not be appropriate at 3 P.M.

An announcer’s comment in a “big city” such as New York City may not play well in a more conservative city, such as Stockton

Payola and Plugola The accepting of money or gifts in return for playing songs on the air is known as Payola Plugola is the free promotion of a product/service in which the announcer has a personal connection or financial interest

The accepting of money or gifts in return for playing songs on the air is known as Payola

Plugola is the free promotion of a product/service in which the announcer has a personal connection or financial interest

Some Regulations Still Linger Cigarette advertising banned Controversy over ads appealing to kids

Cigarette advertising banned

Controversy over ads appealing to kids

The Law & Broadcasting There are some broadcast laws that media practitioners need to know about

There are some broadcast laws that media practitioners need to know about

Obscenity, Indecency, and Profanity Section 1464 of the U.S. Criminal Code states that anybody who utters profane, indecent, or obscene language over radio or TV is liable to fine or imprisonment If guilty, you may face fine up to $10,000, loss of license, or jail However, defining violations is very tricky in this day and age

Section 1464 of the U.S. Criminal Code states that anybody who utters profane, indecent, or obscene language over radio or TV is liable to fine or imprisonment

If guilty, you may face fine up to $10,000, loss of license, or jail

However, defining violations is very tricky in this day and age

Obscenity, Indecency, and Profanity The challenges of prosecution: FCC is prohibited from censoring content How do you define the above?

The challenges of prosecution:

FCC is prohibited from censoring content

How do you define the above?

Obscenity, Indecency, and Profanity Profanity = the irreverent or blasphemous use of the name of God Rarely enforced Obscenity has been defined by a 1973 Supreme Court case Miller v. California To be obscene, a program must: Contain material that depicts or describes a patently offensive way certain sexual acts defined in state law Appeal to the prurient interest of the average person applying contemporary local community standards Lack serious artistic, literary, political, or scientific value.

Profanity = the irreverent or blasphemous use of the name of God

Rarely enforced

Obscenity has been defined by a 1973 Supreme Court case Miller v. California

To be obscene, a program must:

Contain material that depicts or describes a patently offensive way certain sexual acts defined in state law

Appeal to the prurient interest of the average person applying contemporary local community standards

Lack serious artistic, literary, political, or scientific value.

Obscenity, Indecency, and Profanity Indecency Defined Something broadcast is indecent if it depicts or describes sexual or excretory activities or organs in a fashion that’s patently offensive according to contemporary community standards for the broadcast media at a time of day when there is a reasonable risk that children may be in the audience

Indecency Defined

Something broadcast is indecent if it depicts or describes sexual or excretory activities or organs in a fashion that’s patently offensive according to contemporary community standards for the broadcast media at a time of day when there is a reasonable risk that children may be in the audience

Recent Controversies Janet Jackson bares breast during Super Bowl half-time show U2’s Bono says the “F” word during an awards show Nudity during a TV show segment on “Puppetry of the Penis” “Schindler’s List” TV airing censorship debated

Janet Jackson bares breast during Super Bowl half-time show

U2’s Bono says the “F” word during an awards show

Nudity during a TV show segment on “Puppetry of the Penis”

“Schindler’s List” TV airing censorship debated

Recent PR Controversies A Sacramento, Calif. radio station promotion promises to give a free Wii to the person who can drink the most wate One of the contestant’s dies from water poisoning A viral PR stunt for Adult Swim is confused for a bomb scare The city of Boston bills Turner over $1 million for wasted resources

A Sacramento, Calif. radio station promotion promises to give a free Wii to the person who can drink the most wate

One of the contestant’s dies from water poisoning

A viral PR stunt for Adult Swim is confused for a bomb scare

The city of Boston bills Turner over $1 million for wasted resources

The V-Chip Section 551 of the Telecommunications Act of 1996 requires all TV sets manufactured after Jan. 1, 2000 to have a V-Chip Technology works in tandem with TV ratings system that identifies sexual, violent, or indecent content

Section 551 of the Telecommunications Act of 1996 requires all TV sets manufactured after Jan. 1, 2000 to have a V-Chip

Technology works in tandem with TV ratings system that identifies sexual, violent, or indecent content

The Ratings System TV-Y – Programs suitable for all children TV-Y7 – Programs directed to older children, ages 7 and above TV-G – General Audience TV-PG – Parental Guidance Suggested TV-14 – Parents strongly cautioned for children under 14 TV-MA – Mature Audiences only

TV-Y – Programs suitable for all children

TV-Y7 – Programs directed to older children, ages 7 and above

TV-G – General Audience

TV-PG – Parental Guidance Suggested

TV-14 – Parents strongly cautioned for children under 14

TV-MA – Mature Audiences only

The Ratings System Specific content is also identified S – Sexual Content L – Profanity/Strong Language D – Sexually Suggestive Dialogue V - Violence

Specific content is also identified

S – Sexual Content

L – Profanity/Strong Language

D – Sexually Suggestive Dialogue

V - Violence

Citizens’ Groups Citizen groups are often vocal about what is/is not allowable in the media Three hot topics: Portrayal of minorities Sex and violence Anything aimed at children

Citizen groups are often vocal about what is/is not allowable in the media

Three hot topics:

Portrayal of minorities

Sex and violence

Anything aimed at children

Portrayal of Minorities Minority and Special Interest groups want to ensure that stereotypical and/or racist representations are not shown Two controversial examples: Frito Bandito Amos n’ Andy

Minority and Special Interest groups want to ensure that stereotypical and/or racist representations are not shown

Two controversial examples:

Frito Bandito

Amos n’ Andy

Examples of Racist/Stereotypical Imagery Under Attack

Sex and Violence National Coalition on Television Violence publishes a list of “most violent programs on TV” American Family Association campaigns against anything it considers obscene on TV

National Coalition on Television Violence publishes a list of “most violent programs on TV”

American Family Association campaigns against anything it considers obscene on TV

Children’s Programming Children’s Television Act of 1990 requires minimum of 3 hours of educational programming a week

Children’s Television Act of 1990 requires minimum of 3 hours of educational programming a week

Children and Privacy Children's Online Privacy Protection Act of 1998

Children's Online Privacy Protection Act of 1998

Preparing your Resumé

What to Send Cover Letter Resumé Portfolio

Cover Letter

Resumé

Portfolio

Applying for the Job Craft a professional-looking resumé, or have one professionally done for you. Remember, this is often the first impression a potential employer receives about you!

Craft a professional-looking resumé, or have one professionally done for you. Remember, this is often the first impression a potential employer receives about you!

Cover Letter No “standard” for cover letter Keep it short (approx. 3 paragraphs) Should complement (not duplicate) your resume Should be personalized, if possible Avoid “Dear Sir” (sexist) Where did you hear about the job? Show enthusiasm for job Highlight qualifications Why are you perfect for this job? INCLUDE CONTACT INFO

No “standard” for cover letter

Keep it short (approx. 3 paragraphs)

Should complement (not duplicate) your resume

Should be personalized, if possible

Avoid “Dear Sir” (sexist)

Where did you hear about the job?

Show enthusiasm for job

Highlight qualifications

Why are you perfect for this job?

INCLUDE CONTACT INFO

Resumé Highlights qualifications/experience in industry Single page resume is fine for entry level position No mistakes or typos Do not exaggerate!

Highlights qualifications/experience in industry

Single page resume is fine for entry level position

No mistakes or typos

Do not exaggerate!

Resumé May Include: Job Objective (optional) Educational Background Highlight scholarships or school broadcast experience Work Experience Employer Job Title Date of Employment Description of Job Responsibilities References (Two Options) “ References Available Upon Request” Separate Piece of Paper Contact Info!!!

May Include:

Job Objective (optional)

Educational Background

Highlight scholarships or school broadcast experience

Work Experience

Employer

Job Title

Date of Employment

Description of Job Responsibilities

References (Two Options)

“ References Available Upon Request”

Separate Piece of Paper

Contact Info!!!

Common Resumé Flaws Distortions/Lies Too Long Errors/Misspellings Lack of Specifics Irrelevant Material Failure to List Job Accomplishments Too Short Gaudy

Distortions/Lies

Too Long

Errors/Misspellings

Lack of Specifics

Irrelevant Material

Failure to List Job Accomplishments

Too Short

Gaudy

Portfolio This demonstrates that you have skills transferable to the “real world” Writing samples Layout/design skills Strategic planning skills

This demonstrates that you have skills transferable to the “real world”

Writing samples

Layout/design skills

Strategic planning skills

Interviewing Be prepared to talk about your specific skills and experience Be enthusiastic Think: “What can I offer?” “ Shadow” the interviewer If they are casual or formal, follow their lead Lean toward the conservative side in dress and presentation Specific to broadcast jobs: May ask you to do a “test” shift “ Make or break” opportunity

Be prepared to talk about your specific skills and experience

Be enthusiastic

Think: “What can I offer?”

“ Shadow” the interviewer

If they are casual or formal, follow their lead

Lean toward the conservative side in dress and presentation

Specific to broadcast jobs:

May ask you to do a “test” shift

“ Make or break” opportunity